Two out of three people from the Silver generation have improved their self -esteem with age

Two out of three people from the generation silver (between 55 and 75 years) They argue that their self -esteem has improved with age. He 91% He claims to feel good or very well with themselves and half of the women greater than 55 He confesses to feel more valuable than before, after overcoming social roles and pressures. Thus, this stage is lived from personal recognition and internal validation, especially in the female population. In addition, the 74% He says he continues to learn and wants to continue contributing. Precisely, men link self -esteem to remain useful and active, through volunteer, advice or family care.

These are some of the main conclusions of the I Study of the Belsilver Chair Nebijria – L’Oréal Groupe In communication, image and well -being of the Silver generation, which analyzes how people perceive their well -being at this stage of life, how they value fundamental aspects of themselves (health, well -being, attitude …) and what is their opinion about their visibility in the media space and their role in a society of which they are still considered an active part.

Research develops the concept «Infinite generation: a life without limits (well -being – Self -esteem – visibility)»has been presented today at the Faculty of Communication and Arts of the Nebrija University, and confirms that self -esteem is not only maintained, but tends to be strengthened with age. This improvement is related to self -knowledge, emotional autonomy and overcoming traditional roles. 94% understand well -being as an integral concept that encompasses physical, mental and emotional aspects.

A new vital stage

The study reveals that becoming greater does not mean withdrawal or loss of prominence, but a full, conscious and full of opportunities. The pillars of well -being that, mostly, manifest members of this generation are physical health and autonomy, mental and emotional health, solid relationships, economic tranquility and the ability to have time for personal projects. Self -care is lived as something essential and positive, but emotional and practical barriers persist.

This contrast is key to understanding how to interact positively with this generation: motivating it emotionally and evolving in the transmission of conventional concepts of well -being and beauty, which must evolve towards a new communication style that value attributes favorable to the reinforcement of that growing self -esteem, in which personal care ceases to be a permanent fight against the passage of time, to become a personalized and effective help to live in full. of gratifying stimuli.

From self -care to invisibility

The generation silver He lives physical, mental and emotional care as a conscious choice and not as an aesthetic imposition, but as part of his integral well -being. He 76 % declares that he enjoys his self -care and more habits of 70 % Link well -being with personal time, exercise and emotional health. Thus, living fully means freedom, health and emotional relationships, not absence of wrinkles.

On the other hand, despite its level of autonomy and vital satisfaction, the generation silver perceives a clear lack of social recognition. Only the 23 % He feels that society treats its generation with respect and admiration. The majority detect indifference or, what is worse, condescension, something that makes no sense to this ‘infinite’ generation, which challenges obsolete labels and canons, to face life from a very significant social and economic influence position, away from traditional topics.

In the opinion of the consulted, ageism is still very present in today Infantilizan or are cloyingly sweetened.

“Infinite generation”

Women from 55 to 75 are responsible for half of all female consumption of beauty products in Spain. With both sexes, the generation silver It is 28 % of the population and is the one with the greatest purchasing power. It represents 60 % of private consumption and 25 % of GDP.

“The one we have called ‘infinite generation’ breaks stereotypes, because what we called old age yesterday is called full life. We had never had a generation with so much longevity, health and energy, and with an unprecedented ability to continue contributing value. The social and brand narrative must be at its height,” he says Marta Perlado, director of the Belsilver Nebrija Chair – L’Oréal Groupe in communication, image and well -being of the Silver and Dean Generation of the Faculty of Communication and Arts of the Nebrija University.

“The generation Silver It is a fundamental pillar of our society, source of talent and consumption engine for our country, and deserves recognition at its height: more visibility, respect and opportunities to continue contributing. As leader of the beauty industry, in L’Oréal we reaffirm our commitment to boost inclusive beauty at any age, supporting this generation with innovation, responsible representation and alliances such as the Belsilver Nebrija chair – L’Oréal Groupe. ” Juan Alonso de Lomas, president of L’Oréal Spain and Portugal states. ”

On the other hand, Agustín Medina, founding partner of Presidentx, points out that “no other generation has had so much experience, perspective and time, breaking the traditional limits of age. This generation not only provides longevity, but also a different look on life, with the ability to influence and transform society.”

Study methodology

The completion of the I study of the Belsilver Nebrija – Lo -Loéal Groupe Chair in Communication, Image and Welfare has used a 360º approach that combines three complementary methodologies: quantitative, with a survey online to 1,000 people representative of the generation silver in Spain; Qualitative, using the “Café del Mundo” method, an innovative dynamic that converts the debate into an open and horizontal space, where participants dialogue in a collaborative environment; and artificial intelligence, applied to the analysis of the texts of the open responses of the survey. Through natural language processing, dominant emotions, reasoning patterns and communicative styles were identified. It was not applied to social networks or media, but directly to the words of the participants themselves, which guarantees a faithful approach and focused on real experience.

Together, this methodology provides a differential approach: it combines the robustness of the data with the wealth of conversations and advanced emotions, offering a complete, rigorous and pioneer vision on how the silver They live and narrate their vital stage.

Presidentx, Tolunaid, Inma Aragón, The Room Research & Solutions and Symanto Psychology AI have participated in the study, as well as the research team assigned to the chair of the Faculty of Communication and Arts of the Nebrija University.